Raise awareness of Retinoblastoma (a childhood eye cancer) and educate people about the signs and symptoms. Budget, zero.
We used the childhood game of I spy as a way to engage with parents and to teach them the visible signs of RB. We led with social media because Chect has an active online following and we could use these followers to help spread the message.
Our I Spy social campaign drove traffic to chect.org where people could learn more about the symptoms of Retinoblastoma and treatments.
We wanted people to experience RB through the eyes of a child.
HOW IT WORKS
Using a VR headset and mobile you can play a virtual game of I spy as a 4 year old with RB. In each level you have to find an object, however in our version the levels get harder due to the child's deteriorating sight. We'd promote the experience through our Vision Express partnership, in stores.